IN A NUTSHELL
- adidas South Africa reimagine the Bafana Bafana kit rollout with a legendary shoot that lands straight home
- Local creators Kabelo Kungwane and Wanda Lephoto lead the cultural direction
- The campaign unfolds across three distinct storytelling settings rooted in South African identity
adidas South Africa has just delivered a legendary and home-feel shoot for the new Bafana-Bafana kits, one that moves beyond sport and into culture, identity and storytelling.
At the centre of this approach is a strong local lens. By bringing in Kabelo Kungwane of Kasi Flavour and Wanda Lephoto, the project is grounded in an authentic understanding of South African football culture and its deep connection to fashion and everyday life.
Kabelo Kungwane’s work through Kasi Flavour has long explored the intersection of football and style, drawing from the visual language of local teams and township identity. That same DNA carries into this project, where the kit becomes more than performance wear, it becomes a cultural symbol layered with meaning.
On the styling front, Wanda Lephoto shapes the visual narrative with a refined yet expressive touch. Known for his textured storytelling and use of rich fabrics, he builds a wardrobe that feels both rooted and progressive, pulling from a wide spectrum of South African references.
Together, the two creatives bring a shared perspective shaped by their upbringing in Alexandra township, where multiple subcultures intersect across music, fashion and sport. This lived experience informs the campaign’s direction, allowing it to feel real rather than constructed.
The storytelling is divided into three chapters. A subtle nod to adidas’ three stripes, but more importantly a framework to explore different dimensions of the culture.
The first chapter unfolds on the streets, drawing from Zulu inspired elements. It is grounded, expressive and closely tied to everyday life, showing how traditional identity and modern sportswear can exist side by side.
The second moves into a church setting, introducing a choir and shifting the tone into something more spiritual. It taps into the deep connection between faith, music and community in South Africa, spaces that often overlap more than they are separated.
The final chapter heads to the beach, where the narrative becomes more stripped back and fashion focused. Here, the kits are presented in a cleaner, more global context, allowing silhouette, styling and attitude to take centre stage.
What ties it all together is intention. By placing the storytelling in the hands of creators who understand the culture from within, the campaign avoids surface level representation and instead delivers something layered, honest and visually rich.
